A memeplex [co-adapted meme complex] formed when people who language that includes references to self. Sentences such as 'I believe x', 'I think y', 'I hate z' give an advantage to x, y and z over simply stating them. In the pocess they give rise to the false belief that there is an 'I' who has the beliefs, thoughts and desires. The function of this false belief is to spread the memes."